NFL American football franchise the Buffalo Bills has signed Pepsi, Toyota and Dunn Tire as sponsors for its revamped New Era Field home stadium.

Each company will take on naming rights to three 200-level sideline clubs that have undergone major renovation work in time for the new season.

Improvements to the facilities include the relocation of centralised bars in each of the clubs so that they are now located on the perimeter, while the entire space has now been opened up to improve traffic flow for fans.

In addition, several new gathering spaces with a variety of seating options have been introduced, while video walls have been moved to a central location.

According to WNYpapers.com, The Pepsi Club, Toyota Club and Dunn Tire Club will all be open for the Bill’s pre-season opening game on August 9.

Bruce Popko, chief operating officer at Pegula Sports and Entertainment, which owns the Bills, said: “Aside from winning games, improving the fan experience is our biggest objective.

“We are extremely appreciative of the commitment that our fans make to the Buffalo Bills. When they come to New Era Field, we are committed to making their experience the best it can possibly be.

“This offseason, we placed a major focus on our club areas and believe that their new premium amenities will help maximise enjoyment on gameday.”

Individual amenities in the clubs include a Jim Beam Bourbon Bar in the Dunn Tire Club and Pepsi Club, while the Toyota Club also features full-service bars with premium spirits and craft beer selections.

All three clubs now provide premium concessions options featuring popular items, such as LaNova Pizza, while, new this season, Lloyd burritos and nachos will be served in the Pepsi Club and Toyota Club, as well as at select locations in the 100 and 300 level concourses.

Image: Alan Kotok